Fuel retailer Z Energy apologises for any confusion caused by its 2022 advertising campaign, which stated the company was moving away from the petrol business.
Throughout 2022 and 2023, a major ‘Moving With The Times’ campaign ran across print, television, billboards, and social media, highlighting Z Energy’s dedication to alternative fuels and reducing emissions.
In 2023, Consumer NZ, Lawyers for Climate Action New Zealand, and the Environmental Law Initiative pursued High Court declarations asserting that Z Energy had misled Kiwis through its campaign messaging.
All parties have now decided to settle the case through an agreement to disagree, without admitting liability or making any payments.
For Z Energy chief executive Lindis Jones, the campaign aimed to provoke thought rather than mislead.
Jones said the company would continue selling fuel while striving to become a lower-carbon business, including expanding its electric vehicle charging network.
A joint statement from all parties was released, stating, “Z apologises for any confusion caused by parts of its campaign and to any customers who thought Z was going to stop selling petrol any time soon.”
All parties expressed concern about greenwashing and supported the need for accurate communication that consumers can trust.
They collectively urged the government to support “bipartisan policies and strategies to ensure that NZ’s emissions reduction targets will be achieved.”
Meanwhile, Jones stated he had no issue apologising for any confusion but maintained that Z was involved in the energy transition.
“I don’t believe any customer should be confused by anything we say now or in the future, and the fact some might have been confused was good enough for me for an apology.
“But that message was designed to be provocative and called on customers to think of Z Energy as more than just a fuel retailer,” Jones said.
He said the background details at the time regarding biofuels, Z’s emissions reductions, and investment in EV charging reinforced its overall message of contributing to the transition.
Regarding the law, the Minister of Commerce and Consumer Affairs Scott Simpson stated that the government was advancing amendments to the Fair Trading Act to enhance its enforcement framework. The Fair Trading Act 1986 applies to all businesses and mandates honesty in all claims, including those related to the environment.
“Any statements about environmental credentials must be truthful, backed by evidence, and not misleading, regardless of whether the business is subject to mandatory reporting requirements,” Simpson said.